By Rebecca Stewart UK ad spend suffered yet another dramatic blow in the final months of 2020 as Covid-19 and lockdown restrictions continued to weigh heavily on brand budgets. However, the rate of reduction has eased since the historic lows of last year, with marketers more optimistic about the financial company of their own prospects too, indicating that brighter days lie ahead. The Drum delves deeper into the numbers presented in latest Bellwether report from the Institute of Practitioners in Advertising (IPA). In the three months leading up to December, UK ad budgets were reduced drastically, marking four quarters of consecutive cuts to ad Read full story › Source: The Drum...
Read MoreBy amit bapna Amazon launched its first-ever mobile-only video plan in India and experts believe it chose India to offer a point of difference in a competitive market, and capitalise on the country’s strong mobile user base. India is a complex and nuanced market where brands have had to often tweak their strategies to find relevance and also increase their market share. Brands need to be localised keeping in mind the local nuances and market requirement. There are many instances of global brands tweaking their go-to-market strategy and opting for India-first localisation. Kellogg’s, the leading breakfast cereal, launched many variants that were unique to India Read full story › Source: The Drum...
Read MoreBy Imogen Watson This is an extract from The Drum’s A Week in Creative email briefing. You can subscribe to it here if you’d like it in your inbox once a week. Welcome to ‘A Week in Creative’, a handpicked selection of the most interesting campaigns to come out of The Drum’s Creative Works in the past week. If this list doesn’t quench your creative thirst, then please visit our ‘A Week in Creative’ hub. Lockdown 3.0 support There is no doubt that 2020 was tough, and 2021 isn’t promising to improve any time soon, as people in England struggle to cope with Read full story › Source: The Drum...
Read MoreBy Jenni Baker One of the major benefits Connected TV (CTV) advertising holds over traditional linear TV is that it eliminates any guesswork when it comes to targeting and reporting. That was the key conclusion of Emma-Lou Wagstaff, head of programmatic sales at Samsung Advertising, in the second episode of a two-part mini series [watch episode one here], in which she spoke with The Drum co-founder Gordon Young. They looked at how CTV really works in practice, analysing the benefits for advertisers and the buying opportunities to drive performance and efficiencies. “CTV combines the quality user experience of your TV experience with the Read full story › Source: The Drum...
Read MoreBy John McCarthy General Mills is one of America’s biggest food producers. And in 2020, the company famous for bringing us Betty Crocker, Pillsbury, Old El Paso and Lucky Charms found itself having to secure its supply lines and ensure it could meet the growing demand for at-home meals. It was a disruptive year, to say the least. But for Ivan Pollard, the company’s global chief marketing officer and a nominee for this year’s WFA Global Marketer of the Read full story › Source: The Drum...
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